As part of a commissioned project promoted by the Food Innovation Division of Mie Prefecture’s Department of Agriculture, Forestry and Fisheries to communicate the appeal of prefectural agricultural, forestry and fishery products and expand supply chains, the business matching event “Mie Food Culture Pitches,” planned and operated by H.I.S. Co., Ltd., was held. At the event, local businesses from Mie Prefecture gave presentations to approximately 50 chefs and buyers from inside and outside the prefecture, followed by buffet-style tasting and business discussions. Mindshare was responsible for holding a pre-event online seminar to prepare participants for their presentations, as well as post-event review and feedback. The project is titled “Commissioned Work to Expand Supply Chains by Leveraging New Distribution Models Through the Promotion of the Appeal of Prefectural Agricultural, Forestry and Fishery Products.” The event name was “Mie Food Culture Pitches,” hosted by the Food Innovation Division of Mie Prefecture’s Department of Agriculture, Forestry and Fisheries and planned and operated by H.I.S. Co., Ltd. Mindshare’s role was to provide a brand-building seminar for Mie product businesses under the theme “What product strengths should be communicated?” Mindshare held the pre-event online seminar so that participating local businesses could effectively communicate the appeal of their products within the limited time of three minutes. The seminar explained the concept of viewing a brand not merely as name recognition or a premium image, but as a “promise to customers,” and introduced a framework for organizing product value into “basic value” and “peripheral value.” The seminar also covered how to identify the strengths that should be communicated by looking from three perspectives: listening to or observing customer feedback, understanding the target audience, and knowing the competition. Based on the idea that the clarity of a presentation is determined more by